Which? Says Junk Food Ads Avoiding Ofcom Ban

TV ads for junk food are still being shown during programmes watched by children, despite current ad restrictions, according to a new report from consumer group Which?.

The Which? report says that shows such as Beat the Star and Emmerdale are not covered by the ban on junk food ads brought in by Ofcom.

The Ofcom rules mean that ads for foods that are high in fat salt sugar (HFSS) should not be shown around programmes that appeal to youngsters under 16 (see Ofcom To Phase In HFSS Restrictions).

A show is considered to appeal to children if the number of under 16 year olds watching is higher than 20%.

Which? food campaigner Clare Corbett said: “They ad restrictions may look good on paper but the reality is that the programmes most popular with children are slipping through the net. If these rules are going to be effective, then they have to apply to the programmes that children watch in the greatest number.”

However, in a statement, Advertising Association chief executive Baroness Peta said: “I am afraid the report released by Which? is sensationalist, unconstructive and missing the point. It is very similar – indeed weaker – to claims that they have previously made.

“Their list includes programmes clearly not aimed at children and films screened after 10pm. There clearly has to be an element of parental responsibility on which programmes they allow their children to view.”

Which?: www.which.co.uk